Global Verbal Identity Research for Vrbo

Global Verbal Identity Research for Vrbo Overview

Background

Vrbo, the vacation rental marketplace, in 2018 was working towards a harmonized brand identity in global markets, giving consideration to meaning, recall, and pronunciation of brand name options by choosing between the acronymic legacy identity – VRBO, which stands for Vacation Rentals by Owner, or a more internationally compatible identity with the intuitive pronunciation of “ver-boh”. This required verbal identity testing in multiple markets with a multi-phase and hybrid research approach. Labbrand, renowned for its linguistic expertise, was chosen to take charge in this global verbal identity research. 

Challenge

Vrbo sought to update the pronunciation while retaining its current brand name and logo. The goal was to gauge not just preference but also the expectations of consumers, necessitating a thorough assessment. This project also had a strong global emphasis across distinct languages in markets such as United States, Brazil, Germany, Spain, France, Hong Kong SAR, Japan, South Korea, and Australia to understand how to best localize the new pronunciation of Vrbo in the most culturally relevant way. 

Solution

Labbrand employed a blended approach of quantitative and qualitative research to gain comprehensive insights. A Global Linguistic Check and a Quantitative Recall Survey on VRBO Pronunciation were conducted. This approach allowed for a holistic understanding of consumer perception and expectations surrounding the brand’s pronunciation. 

Results

The global verbal identity research revealed that the then-antonymic pronunciation of V-R-B-O was perceived as outdated, rigid, and staid. However, when considering the pronunciation “ver-boh” in the context of Vrbo, it evoked a sense of familiarity and informality. These insights provided valuable guidance for the brand in updating its pronunciation to align with a more modern and approachable image. In March 2019, VRBO was re-branded Vrbo, including a new logo, capitalization, and pronunciation.